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How Nonprofits Drum Up Giving Through Social Media

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Information about How Nonprofits Drum Up Giving Through Social Media
Social Media

Published on February 19, 2014

Author: raymundf23

Source: slideshare.net

Description

Why nonprofits are using social media to raise money for their cause. Nine successful case studies of how they're fundraising using social networks. What challenges are up ahead for nonprofit organizations trying to get donations through Twitter or Facebook.
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How Nonprofits Drum Up Giving Through Social Media Raymund Flandez, Staff Writer The Chronicle of Philanthropy @raymundf23

What I Plan to Talk About ● ● ● ● 9 Case Studies Successes Challenges Next Steps

What I Don’t Plan to Talk About ● Why Your Nonprofit Should Use Social Networks to Raise Money ● Define the Various Social Networks ● Charity: Water

1. Create a mini-campaign on Twitter Grist ● Power Hour campaign ‘A mystery donor will give us $1K if 20 ppl donate in 1hr. Any amount!’ ● Microfundraising trend ● Using powerbrokers ● Need for huge base

2. Share the love Minnesota Public Radio ● Mobile-friendly donation page ● Ask why they support MPR ● Share responses on Twitter, Facebook ● Testimonials get RT’ed, used in ads

3. Find where your supporters are NAACP ● Going mobile ● Sharing viral images ● Tailoring messages through microsites: thisismyvote.org and NAACPconnect.org

4. Target for planned giving The San Antonio Area Foundation Richmond Jewish Foundation ● Twitter: free willpreparation workshop ● Twitter: learn re: DAFs

5. Build on your awareness efforts Human Rights Campaign ● Spur advocacy among charity supporters ● Updating profile photos on Facebook ● Those advocates are better donors since they’ll likely to give again

6. Crank up your base support Academic Success ● Columbia University ● Indiana University Alumni Association ● University of Massachusetts ● Skidmore College ● Georgetown University

7. Put a human face to your cause Compassion International ● What impact will my contribution have? ● Used Twitter to tell story of a young boy from Burkina Faso ● Raised $23,000 to fly the boy to India for heart surgery

8. Use short videos effectively Broadway Cares/ Equity Fights Aids ● Used Instagram video in year-end fundraising appeal ● Enlisted Broadway actors to help spread word among fans

9. Be creative with what you’ve got Urban Ministries of Durham ● History of interactive: PlaySpent.org; NamesforChange.org ● Worked with pro-bono agency ● $30 teddy bear; $1,750 walk-in freezer

Successes ● Those orgs that use social networks to connect with supporters regularly: up 40% ● Engage supporters on social media with 50% that’s not your content ● Discover more about your donors, esp. major ones

Challenges ● Predicting where your supporters are heading next ● Budgeting for resources ● Tracking your fundraising results

Next steps ● Keep an eye on Facebook’s Donate button ● Don’t underestimate power of nostalgia to connect with donors ● Use Instagram to promote your campaign

Thank You Contact info: raymund.flandez@ philanthropy.com 202-466-1047 @raymundf23

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